Do you churn out content that fails to create an impact? Or work really hard on researching extensively to create killer content that resonates with your targeted audience? Unless you study hard and analyze tons of resources, your content will underperform and fail to reach out to your targeted customers.
Though content marketing is regarded extremely important for 2014, only a few companies have a solid content policy in place. This results in web copy, articles and blogs that are too ordinary, and lacks the richness of unique, creative, useful and worth-sharing information.
So, if you really want information that engages your customers, increases social sharing and networking, learn how you can build a foolproof content strategy.
Collate Lots of Data and Target Keywords that Fit Your Brand
Consider you have a business and offering website design and development services. Just writing a web copy of 250-300 words will not help anymore. You have to prove to your potential clients how your services will help solve their business problems. This means you have to do in-depth research and collect loads of information and then write smart, useful copy to establish how your services will help improve your client’s business.
Just researching on content is not enough; you also need to research on the keywords that aptly fit your client’s brand. Use the search terms that best describe your business and also ensure that these keywords are used by your customers when they looking for products or services online.
What You Need to Create and Post?
Whatever posts, social media content or infographics you are creating, they should bring in some positive results. The key to success is lining up your sales plan with your understanding of the goal of your brand’s content marketing efforts.
Write Posts that Create Awareness: If you want to improve on brand awareness, churn out product or service related posts on a regular basis. Besides articles and blog posts, you can also create short social media content, eye-catching and useful infographics and even banner ads.
E-Books, White Papers & Buyer’s Guides: Shoppers who look for products on the internet prefer researching before making a purchase. To keep your target customers engaged for a considerable period of time, write-ups like e-books, white papers and buyer’s guides help in brand reinforcement. Post such content weekly to help those buyers who are looking for information related to your products/services. Make sure your e-books and buyer’s guides have appropriate images and illustrations to support the content. Your content should help consumers make informed decisions.
Publish Top 10 Products or a Best of List: It’s needless to say that online competition is pretty stiff. The products you are selling are also sold by ten other companies at the same price. In such a situation, your prospective customers will compare your brand of products to that of your competitors. You have to influence these searchers by publishing information about your top 10 products or a popular list. Try posting such contents on social sites to build more customer engagement.
An Editorial Calendar to Produce Fresh Content
Include an editorial calendar in your content strategy as it will help you house your content plans, keywords, and social messaging. This way you can post fresh content and also know when to post what.
Make the Most of Information around You
Overload of information sometimes makes us perplexed as to what to embrace and what to reject.
In-depth Keyword Research and Web Analytics: Web page views, search volumes, keyword research, and website navigation are some of the things that can be integrated into your content strategy. It will make the information that you post more pertinent, and can be found in the search engine results pages.
Crowdsourcing Ideas: Many companies are now crowdsourcing ideas to get a better understanding of what customers want. Once you know this, it will be easier to offer what your targeted audience wants.
Analyze Social Behavior: Study and analyze what your customers (both existing and potential) are doing on social media platforms like Facebook, Google+, Pinterest or Twitter. Analyze:
- What they are discussing?
- What topics or contents are getting the most number of likes?
- Who they are following?
- What images or visuals are more liked by your target audience?
Doing so will help you create user-friendly content and improve interaction.
Use These Tools to See What’s Resonating
There are social media tools that will help you know what users are doing, what they are talking about, what’s resonating, and also find influencers who will befriend your brand. Let’s have a look at the tools:
Content Marketing Institute: This is a useful resource to find tools that will help you succeed in your research and also gauge your content marketing efforts.
Tweet Binder: This is a free tool that helps you understand the reach, impact, followers, and contributors for the people who are discussing about a specific topic.
ShareTally.co: It will help you know how popular your content is on social sites and the number of shares generated.
Topsy: Another free tool that helps in finding influencers on certain topics.
Finding Your Brand’s Influencers
An influencer who is engaged with your content is someone who likes your posts and got inspired to share. You can find your engaged influencers amongst those who comment or share your posts socially. These influencers can be colleagues, thought leaders or celebrities. These people have the ability to make your brand popular and reach out to your targeted audience.
What’s your take on this subject? Please feel free to comment.